Chapter 8- Group and Interpersonal Influence Flashcards
Reference group
a group of individuals who have significant relevance for a consumer and who have an impact on the consumer’s evaluations, aspirations, and behavior; this influence affects the ways that consumers seek and receive value from consumption
Group influence
refers to ways in which group members influence attitudes, opinions, and behaviors of others within the group
ingroup
a group that a person identifies with as a member; members of this group are generally viewed as having cohesion and and exhibiting similar attitudes and behavior
outgroup
a group with which a person doesn’t identify
Value perceptions are also influenced in large part by groups
Primary group
group that includes members who have frequent, direct contact with one another; usually have the most influence on their members & social ties for this group are very strong
Secondary group
interaction w/in the group is much less frequent than in a primary group; brand communities are groups of consumers who develop relationships based on shared interests or product usage; in gen. Brand communities lead to positive outcomes for consumers and companies
Formal group
a group in which a consumer formally becomes a member- ie member of a church congregation; typically have set of stated rules, accepted values; and codes of conduct that members are expected to adhere to
Informal group
a group that has no membership or application requirements, and codes of conduct may be nonexistent. Ie. groups that meet up to exercise
Aspirational group
a group in which a consumer desires to become a member; ie often appeals to the consumer’s ideal self ie. business student looking to join a professional business association after gaining their degree
Dissociative group
a group to which a consumer does not want to belong ie. a Republican wanting to avoid being perceived as a Democrat
Conformity
when an individual yields to the attitudes and behaviors of other consumers; key diff btwn persuasion and conformity is that with conformity, the other party does not necessarily defend its position vs. one party defending its position in an attempt to change behavior
Authority
the ability of a person or group to enforce the obedience of others ie. governments and municipalities
Peer pressure
the pressure and individual feels to behave in accordance with group expectations, can greatly influence behavior
Social power
refers to the ability of an individual or a group to alter the actions of others
Referent power
consumers often imitate the behaviors and attitudes of groups as a means of identifying with the group
Legitimate Power
power where social arrangements dictate that differing levels of power are dependent upon one’s position in a group
Expert Power
the ability of a group or individual to influence a consumer due to the group’s or individual’s knowledge of or experience with, a specific subject matter
Reward Power
groups frequently have the power to reward members for compliance with expectations
Coercive Power
When consumers fail to give in to group expectations or rules, disapproval can be harsh and may even result in loss of membership
Informational influence
refers to the ways in which consumers use the behaviors and attitudes of reference groups as info for making their own decisions; can often provide members w/ product or issue related info, and consumers often consider group related info when purchasing products or services
Utilitarian influence
ways in which a consumer conforms to group expectations in order to receive a reward or avoid punishment ie. Nike shoes to feel like you fit in with the group
Value expressive influence
the ways in which consumers internalize a group’s values or the extent to which consumers to express their own closely held values and beliefs
of things affect how much influence reference groups have on product selection
- Situation in which the product is consumed must be considered
- Extent to which the product is considered a necessity or luxury affects the level of reference group influence
- Reference group influence differs depending on whether a type of product or a particular brand is being selected
Social media
media through which communication occurs
social networks
networks of consumers that are formed based on common interest, associations, or goals
Social networking websites
websites that facilitate online social networking
Apps
specific types of software that run on various devices like smartphones, tablets, and other computer-based tools
Social gaming apps
allow consumers to enjoy playing games with one another & have become very big business as they provide hedonic value for customers who play the games
Social buying
refers to consumer buying behavior that takes place on social networking sites
Social couponing
refers to a type of buying where consumers recieve a coupon, or deal, by joining a special networking website ie. groupon
3 important variables to susceptibility
interpersonal influence, attention to social comparison information, and separateness-connectedness
Susceptibility to interpersonal influence
assesses an individual’s need to enhance the image others hold of him or her by acquiring and using products, conforming to the expectations of others, and learning about products by observing others
Attention to social comparison information (ATSCI)
consumers who score high on this measure are concerned about how other people react to their behavior; it is the individual difference variable that assesses the extent to which consumers are concerned about how other people react to their behavior
Separated self scheme
a person perceives himself as distinct and separate from others
Word of Mouth Behavior (WOM)
info about products, services, and experiences that is transmitted from consumer to consumer
What are the two types of WOM
Organic WOM: occurs naturally when consumers truly enjoy a product or service a person percieves himself as distinct and separate from others
and they want to share thier experiences with others
Amplified WOM: occurs when marketers attempt to accelerate WOM in existing customer circles, or when they develop entirely new forums for WOM like blogs or web pages
Social media marketing
the practice of using social media to generate consumer interest in a product, service, or idea. Some sites are even dedicated specifically to WOM and social media marketing, like BZZ Agent and Yelp
viral marketing
uses online technologies to facilitate WOM by having consumers spread marketing messages through their online connections
buzz marketing
may be facilitated through online message boards & networking sites, but is not limited to internet content, it is used much more broadly w/ messages being delivered in many different ways to create buzz
stealth marketing
a guerilla marketing tactic that is similar to buzz marketing; however a key difference is that with stealth marketing consumers are completely unaware that they are being marketed to
the following 3 tactics are viewed negatively by many professionals in the industry
- stealth marketing: deceiving customers about the involvement of marketers in a communication
- Shilling: compensating consumers to talk about or promote products w/o disclosing that they are working for the company
- infiltrating: using fake identities in online discussions to promote a product
Opinion Leaders
consumers who have great influence on the behavior of others relating to product adoption and purchase; they are knowledgeable about specific products or services and have high levels of involvement with those products
Market Maven
a consumer who spreads information about all types of products and services that are available in the marketplace; key diff btwn opinion leader & market maven is that maven’s influence is not category specific
Surrogate consumer
a consumer who is hired by another to provide input into a purchase decision; ie. interior decorators, travel consultants, stockbrokers
Diffusion process
refers to the way in which new products are adopted and spread throughout a marketplace
Product life cycle
a description of the life of a product from the time it is introduced to the time it dies off
5 categories of consumers
innovators, early adopters, early majority, and laggards
Household decision making
the process by which household units choose between alternative courses of action
Family household
at least two people who are related by blood or marriage who occupy a housing unit
Nuclear family
a mother, father, and set of siblings
Extended Family
3 or more generations of family members, including grandparents, parents, children, and grandchildren
Household Life Cycle
a segmentation technique that acknowledges that changes in family composition and income alter household demand for products and services
Boomerang kids
are young adults, ages 18 to 34, who graduate from college and move back home with their parents
Sandwich generation
consumers who must take care of both their own children and their aging parents; nearly half of all American consumers ages 40-50 are considered sandwiched consumers
5 important roles in the household purchase process
Influencer: the person in the household who recognizes a need and provides information about a potential purchase to others
- Gatekeeper: the person who controls information flow into the household (for ex. a mom who blocks unwanted email solicitations from her kid’s email acct)
- User: the actual user of the product under consideration
- Decision maker: the person who makes the final decision regarding product purchase or nonpurchase
- Purchaser: the person who actually buys the product under consideration
Sex Role Orientation (SRO)
A family’s SRO influences the ways in which household decisions are made, ie. traditional SRO believe that large purchase decisions are the males vs. modern SRO believe in a more democratic approach
Consumer socialization
the process through which young consumers develop attitudes and learn skills that help them function in the marketplace
